What is dynamic number insertion?
Dynamic number insertion, or DNI, is a call tracking method that changes the phone number shown on a website depending on where each visitor came from. It lets you tie individual calls back to a specific campaign, keyword, or page.
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How dynamic number insertion works
A small script on your site checks each visitor's source. It then shows a tracking number from a pool, and the call tracking system links that number to the visit for the length of the session.
When the visitor calls, the system records the call along with the source details from their visit.
What it adds beyond a single tracking number
A fixed tracking number can tell you the channel. Dynamic insertion can usually tell you the campaign, keyword, or landing page too, because, in its visitor-level form, each session gets its own number.
Things to plan for
You need enough numbers in the pool for your traffic, or visitors can end up sharing numbers and the data gets muddy. Keep your main business number visible in listings and in the site's static content, so search engines and customers see it consistently.
Common questions
What does DNI stand for?
DNI stands for dynamic number insertion. It's the technique call tracking tools use to show different phone numbers to different website visitors.
How is DNI different from regular call tracking?
Regular call tracking might use one number per source. DNI swaps numbers on your website automatically, and in its visitor-level form gives each session its own number from a pool, which allows tracking down to the keyword or page level.
Does dynamic number insertion hurt SEO?
It doesn't have to, if your main business number stays consistent in your listings and in the page's underlying content. Follow your call tracking provider's setup guidance for local SEO.
Does DNI work for offline calls?
It tracks calls placed from your website number only. For print or radio, you'd use a static tracking number tied to that single source.
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